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Molson Canadian begins new campaign

Molson Coors Canada has begun a new campaign called "A Taste of Who We Are" in support of its Molson Canadian beer brand. The promotion is timed to coincide with the 150th anniversary of Canada. According to the brewing company, the initiative is intended to "reward and inspire the very best of Canadian character." Consumers are invited to nominate individuals by submitting real stories about their personal character. The company will select 150 winners, each of whom will receive a personalized branded beer fridge. Submissions can be made via Facebook, Twitter or Instagram, or through the Molson Canadian website. The contest is being supported with a television commercial in which Molson Coors chairman Geoff Molson appears among a collection of red refrigerators.

"Today, we as Canadians represent a diversity that is being recognized globally like never before," said Chris Blackburn, marketing director for Molson Canadian. "It is our unique strength of character that makes us stand apart, and Molson Canadian wants to celebrate special individuals across this great country during this milestone year by giving them a memorable reward from Canada's beer."